Idea Cellular partners with Eros for content distribution

Picture source: ThinkStockIndia's third-largest telecom service provider Idea Cellular partnered with entertainment company Eros International for the digital content distribution for over-the-top distribution service ErosNow on latter's 4G networks, the two companies said in a joint statement.

'Movies and videos is the highest consumed service category by data consumers on the Idea network, Shankar added.

"With the growing penetration of data services across India, content consumption is surging across consumers. ErosNow's association with telecom player like Idea provides us the ideal platform to reach a larger subscriber base and offer a very compelling array of Bollywood and regional content," Rishika Lulla Singh, CEO, Eros Digital said.

Aditya Birla group owned Idea Cellular has more than 170 million mobile subscribers presently in India and has recently announced the launch of 4G services across five southern states and plans to expand to 750 towns in 10 service areas, by June 2016.